Understanding mass media and digital literacy among agrochemical retailers and farmers in Bangalore zone

Abstract

This study investigates the awareness and effectiveness of mass media and digital communication tools among agrochemical retailers and farmers in the Bangalore zone. Surveys were conducted among 200 retailers and 700 farmers across various districts to assess their usage of mobile apps, helpline services, and media platforms in agrochemical marketing and advisory contexts. The findings reveal high smartphone usage (89%) and significant awareness of incoming call and SMS-based services. Retailers and farmers show varying preferences for mobile applications, with the